September 25, 2022


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Kanye West is ending his partnership with clothing retailer Gap and plans to open his own stores

Kanye West is ending his partnership with clothing retailer Gap and plans to open his own stores

Rapper and fashion designer, Kanye West has ended his partnership with retailer Gap.

Kanye, who signed the deal with Gap in 2020, had hoped the collaboration could breathe new life into the Gap brand, but sent a formal notice on Thursday offering to end the deal while accusing the company for failing to meet the terms of the agreement, including the opening of stand-alone stores. for her fashion brand Yeezy.

The first signs of tension between the two parties began when the first item produced under the partnership, a $200 (£173) puffer jacket, did not go on sale for a year. This led to reports that Gap was frustrated with the slow rollout of Yeezy merchandise, which also included a brightly colored plain hoodie for $90.

West, has also repeatedly criticized the company on social media, accusing it of copying his designs, excluding him from meetings and ignoring his requests to join the board.

“Gap left Ye no choice but to terminate their collaboration agreement due to Gap’s material non-compliance,” Nicholas Gravante, West’s solicitor at Cadwalader Wickersham & Taft, said in a statement. emailed to the AP. “You tried diligently to resolve these issues with Gap, both directly and through counsel. It came to nothing.”

Gravante said Gap’s failure to meet the terms of the contract was costly. He said West plans to start opening Yeezy retail stores.

West, a successful rapper, has dabbled in fashion over the past decade and has had success with sold-out Yeezy sneakers, foam sliders, and boxy, oversized apparel in colors like beige and black.

GAP hoped the partnership with West would resonate with customers in a period of declining sales. For Yeezy, being in more than 1,100 Gap stores globally would have put its brand in front of more people.

West had a history with Gap. He worked at one of his stores in Chicago as a teenager. And he told Vanity Fair magazine in 2015 that he wanted to be the brand’s creative director.

Yeezy, owned by Kanye, was valued at $2.9 billion in 2020 when the 10-year deal with Gap was announced. Ye also has a separate partnership with Adidas, which is due to expire in 2026.

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